Philip Kotler 
Marketing Insights from A to Z 
80 Concepts Every Manager Needs to Know

The most renowned figure in the world of marketing offers the new
rules to the game for marketing professionals and business leaders
alike

In Marketing Insights from A to Z, Philip Kotler, one of the
undisputed fathers of modern marketing, redefines marketing’s
fundamental concepts from A to Z, highlighting how business has
changed and how marketing must change with it. He predicts that
over the next decade marketing techniques will require a complete
overhaul. Furthermore, the future of marketing is in company-wide
marketing initiatives, not in a reliance on a single marketing
department. This concise, stimulating book relays fundamental ideas
fast for busy executives and marketing professionals. Marketing
Insights from A to Z presents the enlightened and well-informed
musings of a true master of the art of marketing based on his
distinguished forty-year career in the business. Other topics
include branding, experiential advertising, customer relationship
management, leadership, marketing ethics, positioning, recession
marketing, technology, overall strategy, and much more.

Philip Kotler (Chicago, IL) is the father of modern marketing and
the S. C. Johnson and Son Distinguished Professor of International
Marketing at Northwestern University’s Kellogg Graduate School of
Management, one of the definitive marketing programs in the world.
Kotler is the author of twenty books and a consultant to nonprofit
organizations and leading corporations such as IBM, General
Electric, Bank of America, and AT&T.

Tabella dei contenuti

Advertising 1

Brands 8

Business-to-Business Marketing 15

Change 16

Communication and Promotion 18

Companies 20

Competitive Advantage 22

Competitors 23

Consultants 25

Corporate Branding 26

Creativity 27

Customer Needs 30

Customer Orientation 32

Customer Relationship Management (CRM) 34

Customers 36

Customer Satisfaction 41

Database Marketing 43

Design 46

Differentiation 49

Direct Mail 52

Distribution and Channels 53

Employees 57

Entrepreneurship 60

Experiential Marketing 61

Financial Marketing 62

Focusing and Niching 64

Forecasting and the Future 66

Goals and Objectives 68

Growth Strategies 70

Guarantees 74

Image and Emotional Marketing 76

Implementation and Control 77

Information and Analytics 80

Innovation 83

Intangible Assets 86

International Marketing 87

Internet and E-Business 91

Leadership 94

Loyalty 97

Management 99

Marketing Assets and Resources 101

Marketing Department Interfaces 102

Marketing Ethics 106

Marketing Mix 108

Marketing Plans 112

Marketing Research 115

Marketing Roles and Skills 119

Markets 121

Media 123

Mission 124

New Product Development 126

Opportunity 128

Organization 130

Outsourcing 131

Performance Measurement 133

Positioning 135

Price 138

Products 140

Profits 142

Public Relations 145

Quality 147

Recession Marketing 149

Relationship Marketing 151

Retailers and Vendors 154

Sales Force 157

Sales Promotion 160

Segmentation 162

Selling 164

Service 167

Sponsorship 169

Strategy 171

Success and Failure 175

Suppliers 176

Target Markets 177

Technology 178

Telemarketing and Call Centers 179

Trends in Marketing Thinking and Practice 181

Value 183

Word of Mouth 185

Zest 187

Notes 189

Index 195

Circa l’autore

PHILIP KOTLER, known as ‘the Father of Modern Marketing, ‘ is the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management, one of the premier marketing programs in the world. He is the author of twenty-five books and a consultant to nonprofit organizations and leading companies such as IBM, General Electric, Bank of America, AT&T, and Michelin.